Sales at John Lewis for the week so far have grown 3.7 per cent year-on-year in the four days to the end of Wednesday December 7th, as customers flocked to buy festive goods and gifts.

With shoppers made preparations for Christmas with parties and decorations, sales of nail varnish have risen 67 per cent on 2010, while Christmas tree sales also rose.

The retailer‘s 8ft Fireside Christmas tree saw a 43.5 per cent increase in sales on the previous week and sales of its Glitter tree rose 48 per cent, as a 6 ft pre-lit multi-coloured tree that is suitable for outdoors saw sales jump by 24 per cent compared to the week before.

“Shoppers are treating themselves as well as each other this week with party preparation products flying off the shelves,” David Barford, Director of Selling Operations for John Lewis, commented.

“Quirky gifts and stocking fillers have also been popular while Christmas trees have had another stellar week as people decorate their homes.” As competition between retailers increases, the group is offering exclusive items to encourage shoppers to spend.

Alphabet mugs are proving popular, with one selling every 20 seconds last week, and John Lewis is the sole UK retailer to sell every letter of the alphabet, while customers continue to purchase ‘hearmuffs‘, with one pair selling every minute last week.